PENGARUH DAYA TARIK WISATA TERHADAP KEPUASAN WISATAWAN DI DESTINASI RASA MADU HERITAGE, KABUPATEN SUKOHARJO

Lestari, Desi Ayu (2025) PENGARUH DAYA TARIK WISATA TERHADAP KEPUASAN WISATAWAN DI DESTINASI RASA MADU HERITAGE, KABUPATEN SUKOHARJO. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

Text DESI AYU LESTARI_2408077_ARTIKEL ILMIAH-COVER-ABSTRACT-BAB I-BAB V-DAFTAR PUSTAKA.pdf Download (2MB)

Abstract

Background: Tourist attractions are a crucial factor in motivating tourists to visit and determining their level of satisfaction. Rasa Madu Heritage in Sukoharjo Regency presents itself as a modern heritage destination that combines historical value with contemporary concepts. However, some tourists still complain about limited facilities and lack of comfort, which can affect their travel experience and level of satisfaction. Research Objective: This study aims to investigate the effect of tourist attractions on tourists’ satisfaction levels of visitors to the Rasa Madu Heritage destination in Sukoharjo Regency. Method: In this study, a quantitative approach was implemented by distributing questionnaires to a total of 97 respondents, encompassing both current and past visitors to the destination. The sampling procedure employed was simple random sampling. The measurement tools were tested for validity and reliability, obtaining a Cronbach's Alpha coefficient of 0.779 for the tourist attraction component (X) and 0.750 for the visitor satisfaction component (Y). The data were analysed using a single linear regression method, supplemented with a t-test, Pearson's correlation test, and calculation of the coefficient of determination. Research Results: Based on the findings of a single linear regression analysis, Y = 14.022 + 0.415X means that 0.001 (<0.05) was obtained. This finding indicates a positive and significant impact of tourism attraction components on visitor satisfaction. The R2 coefficient of 0.340 indicates that 34% of the variation in visitor satisfaction can be explained by attraction factors, while the remaining 66% is determined by other aspects that were not studied. Conclusion: Tourist attractions at Rasa Madu Heritage has been proven to have a real impact on visitor satisfaction levels. Improving the quality of attractions, ease of access, facilities, and affordability is believed to increase visitor satisfaction.

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